so first, we're going to learn what works on the state level and apply it nationally. for example, when a conservative like steve pearce in new mexico wins in a predominantly latino district, we need to glean the lessons of his approach. second, in order to combat misperceptions, we will premiere an aggressive marketing campaign across the country, especially in communities we haven't been to in a long time, about what it means to be a republican. third, we will establish regular focus groups and listening sessions, to ensure we are on target in our communications. we will regularly share our findings, as well as polling results, with our candidates, allies, state parties, and elected leaders. because it all goes back to what our moms used to tell us, it's not just what we say, it's how we say it.